20140513 Presentation The Amazon Experience_Slideshare

1,671
-1

Published on

The Amazon Experience. What makes Amazon's Customer Experience great?

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,671
On Slideshare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
71
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

20140513 Presentation The Amazon Experience_Slideshare

  1. 1. The Amazon Experience Pascal Spelier, June 13th 2014
  2. 2. 2  
  3. 3. 3   ”Our vision is to be the world's most consumer-‐ centric company, where customers can come to find anything they want to buy online.”   Jeff  Bezos  
  4. 4. 4   Source: Google Trends Trends Customer Journey Customer Experience Customer Experience: Hip and happening Index 100
  5. 5. 5   Price Product Service Customer Experience The road to loyal customers ‘Commodity’ Competitive edge by ‘value added services’
  6. 6. 6   “How likely is it that you would recommend [your company] to a friend or colleague?” “How much effort did you personally have to put forth to handle your request?“ Loyaliteit predictor
  7. 7. Customer satisfaction Co-‐creation Product-‐ and transaction focused Get to know your customer ‘Fix the basics’ Source: based on model Balachandran Involvement customer Loyality Long lasting relationship For the customer Together with the customer Stop trying to delight your customers
  8. 8. 8   Product/service differentiation Employee satisfaction Processefficiency Processeffectiveness -‐ Customer satisfaction -‐ NPS -‐ Sales -‐ Share of wallet -‐ Retention -‐ Referral -‐ NPS (als groeidoel) -‐ Groth revenue -‐ Market share -‐ Profitability -‐ Share holder value People Product/service offering Process Customer Experience Customer Behaviour High level company KPI’s Leading indicators Lagging indicators Changesinregulationsandtechnology developments Context Source: based on Schmitt – Managing the Customer Experience Determine your motivation for improving customer experience
  9. 9. 9   Customer Experience is about smooth processes and value adding propositions
  10. 10. 10   Customer insights 1 Customer Experience Design 4 Customer Journeys 3 Customer Experience Strategy 2 Customer Experience Implementation 5 6 Customer Experience Monitoring Customer Experience approach: take it step by step
  11. 11. 11   From Customer Journey to Customer Experience 3 Customer Journeys
  12. 12. 12   Simplified Customer Journey
  13. 13. 13   Customer Journey Buying a book Life events / Products / Services Reading a book Groceries Cloud services Streaming music and video Other events Voice of the customer: I want..., I need... Voice of the employee: I want..., I need... Awareness Discover Receive Use Get help Next purchase Purchase What does the customer want and what does the customer need?
  14. 14. 14   Customer Journey Each Customer Journey has a customer side and an organization side Processes Midoffice Customer Relationship Management Customer Financial Management Document Management Communication Management Business Process Management Security Awareness Discover Receive Use Get help Next purchase Purchase
  15. 15. 15   Remove barriers Simplify processes Ensure alignment and consistency Provide relevant content Differentiate and create “wow-‐moments” Customer Experience opportunities
  16. 16. 16  
  17. 17. 17  
  18. 18. 18   Range Price Customer Experience Availability Amazon’s Value Proposition
  19. 19. 19   For the second year in a row, Amazon was the top-‐scoring company in terms of overall customer satisfaction, just above Coca-‐Cola and Apple Nielsen, May 2014
  20. 20. 20   Amazon.com is the reigning and undisputed champ in both Internet retailing and across the entire department in overall customer satisfaction. American Customer Satisfaction Index, University of Michigan, June 2013
  21. 21. 21   Amazon stands at the top of 100 globally-‐known brands across seven major industries for best customer experience. . Foresee Experience Index, Report, Deccember 2013
  22. 22. 22   Customer Journey Awareness Discover Receive Use Get help Next purchase Purchase What makes Amazon’s Customer Experience great?
  23. 23. 23   Customer Journey Awareness Discover Receive Use Get help Next purchase Purchase
  24. 24. 24   Range Price Customer Experience Availability Amazon’s Value Proposition
  25. 25. 25   Price “I got an email a few days ago from Amazon, telling me the price of the book I’d ordered had dropped, so it was passing the savings on to me. I think it was all of $.16. But that small sum is why I’m a loyal customer.”
  26. 26. 26  
  27. 27. 27   Customer Journey Awareness Discover Receive Use Get help Next purchase Purchase
  28. 28. 28  
  29. 29. 29  
  30. 30. 30  
  31. 31. 31   35% van de sales komt uit recommendations
  32. 32. 32  
  33. 33. 33  
  34. 34. 34   Customer Journey Awareness Discover Receive Use Get help Next purchase Purchase
  35. 35. 35  
  36. 36. 36  
  37. 37. 37   Milkrun: Instead of waiting for suppliers to deliver to Amazon's warehouses, Amazon sends its own trucks out to pick up top-‐selling goods.
  38. 38. 38  
  39. 39. 39   Customer Journey Awareness Discover Receive Use Get help Next purchase Purchase
  40. 40. 40  
  41. 41. 41  
  42. 42. 42  
  43. 43. 43  
  44. 44. 44   Customer Journey Awareness Discover Receive Use Get help Next purchase Purchase
  45. 45. 45   Mayday, mayday, mayday button…  
  46. 46. 46   Customer Journey Awareness Discover Receive Use Get help Next purchase Purchase
  47. 47. 47   ”Customer experience includes having the lowest price, having the fastest delivery, having it reliable enough so that you don't need to contact [anyone].”   Jeff  Bezos  
  48. 48. 48   Customer Journey Awareness Discover Receive Use Get help Next purchase Purchase
  49. 49. 49   Amazon aims to keep you clicking
  50. 50. 50  
  51. 51. 51   Customer Journey Awareness Discover Receive Use Get help Next purchase Purchase
  52. 52. 52  
  53. 53. 53   One word…  
  54. 54. 54  
  55. 55. 55  
  56. 56. 56  
  57. 57. 57  
  58. 58. 58  
  59. 59. Reading tip: Customer Experience in practice
  60. 60. 60   What’s your most important…
  61. 61. 61   Pascal  Spelier     Managing  Consultant   All  Channel  Experience     Reykjavikplein    1,   Utrecht,    The  Netherlands     Mobile:+31  (0)  6  53  29  90  17   pascal.spelier@capgemini.com   Thank you! @spelier

×